Dentsu Aegis Network (DAN) has acquired Klip Desk, a software business that helps sports rights owners measure and monetise content.
The business will become a part of the Dentsu Aegis Network’s global sports and lifestyle group MKTG and will change its name to ‘Klip Desk, Linked by MKTG’.
Buying the Australian technology company adds strength to the group’s proposition around sports marketing and sponsorship, and DAN says the deal will be widened out to global markets, starting first in Asia.
Simon Ryan, CEO, Dentsu Aegis Network ANZ, said: “For Dentsu Aegis, our partners and our clients, the acquisition of Klip Desk signals a huge step forward, and I expect it to bring us a real advantage over our competitors in the sports content and sponsorship space.”
The two key services offered by Klip Desk is Klip Studios, which automates the delivery and commercialisation of sports content, and Klip Logic, a tracking tool which will establish the value and impact of sponsorship.
Matt Connell, National Managing Director, MKTG Australia, said:“Klip Desk addresses a very real need for rights holders to automate the curation and distribution of content across digital channels, unlocking future capability to fully track and measure all brand and logo exposure for sponsors. The potential here is significant; we anticipate Klip Desk could help us to capture up to 20% of unclaimed value for sponsors in this space.”
Sponsoring sports content can be a premium investment in marketing and many have questioned its value, however Nissan has recently hit back at such claims, suggesting this is shortsighted.